Pushing the Envelope… Literally and Figuratively
By Matt Haskell on March 4th, 2013
Creative direct mail can have a life far beyond the first recipient. In an Internet era, people go on Facebook and Reddit and Twitter to share the direct mail piece that turned their head. Here are some recent examples that I found particularly interesting, and that go to show that a little creativity can have a lasting effect in an increasingly digital world.
1. BMW “M-print”
I found this example extremely creative, in that it gave a new twist on variable print and personalization, as the car literally made thousands of unique impressions, and likely made exponentially more “impressions,” as 470,000 people have watched (on YouTube) the process that went into this direct mail campaign. Take a look:
Great campaign, great execution, and a lasting impression.
2. Mini (success from a glitch)
I found this earlier today on Reddit on the front page of “Funny,” and it shows that even in the face of a flub, there lies an opportunity. Take a look below, and see how a little creativity and humor can turn what could have felt like a disaster into having a customer that is “In on the joke.”
Included in the mailing was, you guessed it, a chocolate rose, a roll of duct tape and a can of Spam. Wonderful execution combined with a personal touch from a company that is known for being lighthearted. Goes to show that each individual mail piece you send has the ability to impact the recipient greatly and turn some bad PR into some great PR.
3. Griffiths, Gibson and Ramsay Productions (GGRP)
Possibly my all-time favorite example of creative direct mail (being an avid record collector and fan of intuitive design). GGRP Sound Studio mailed out a “make-your-own” phonograph player with a 45 rpm record. The recipient is enticed to build this working record-player and learns more about the business in the meantime.
This mailing reinforces the ideal that direct mail is most impactful when it becomes a keepsake, something that the recipient will refer back to in the future. Creative agencies were calling the Sound Studio asking if they had additional mailpieces to share!
Several members of our blog team have shared their recent “WOW” moments with print, such as Cineprint, Augmented Reality and a Lexus mailing that hit all the right “channels.” What is your Direct Mail story? What mailings stood out to you? Leave your comments below.
Editor’s Note: Keep up with all of Matt’s blogs at the SourceLink blog!